BLOG | by YouGov Sport
European football’s biggest Buzz movers for May 2022
YouGov BrandIndex data reveals which clubs made the most Buzz in the final month of the football season in Europe.
Each month, YouGov Sport highlights the football clubs that saw the biggest month-over-month increase in Buzz scores in the United Kingdom, Spain, Italy, Germany, and France.
A club’s Buzz score is a net measure based on responses to two questions: “Over the past two weeks, which of the following teams have you heard something positive about?” and “Now which of the following teams have you heard something negative about?”. By calculating the difference between these two scores, we create our Buzz metric.
Chelsea, which topped the UK list in last month’s edition, amid talks of ownership being transferred from Russian owner Roman Abramovich, claims the top spot again. The club underwent a successful change of ownership with a Todd Boehly-led consortium purchasing it for £4.25 billion.
Tottenham Hotspur (+4.5), Rangers (+4.3), Real Madrid (+3.6) and Everton (+3.2) are the other clubs with the biggest moves in Buzz score among consumers in the UK. Rangers won the Scottish FA Cup and were runners-up in the UEFA Europa League. Real Madrid makes repeated appearances in this month’s list after having won the UEFA Champions League final against Liverpool in May.
In Spain, Real Madrid (+6.1) claims the top spot, followed by Bundesliga winners Bayern Munich (+4.3). Atletico Madrid (+3.9), Inter Milan (+3.0) and AC Milan round out the list.
FC Schalke 04 bags the top spot in Germany with a 9.2-point jump in its Buzz score after securing promotion by topping the 2. Bundesliga competition. Europa League winners Eintracht Frankfurt (+8.2) takes the second spot. VfB Stuttgart (+6.5), Werder Bremen (+4.4) and Liverpool (+4.0) close out the list.
Real Madrid (+5.0) takes the top spot in the French table as well. Nantes (+4.4) too made a big move amid a title victory in the Coupe de France, while Premier League winners Manchester City (+3.7) takes the third spot. Ligue 1 champs Paris-Saint Germain (+3.6) takes the fourth spot, followed by Stade Rennais (+3.0).
The biggest leap in the month across countries was made by AC Milan in Italy, the club rising 23.3 points after winning each of its last five titles to emerge Serie A champions. UEFA Conference League winners AS Roma (+5.6), Real Madrid (+5.0), Salernitana (+4.9) and Lazio (+1.4) also feature in the top five.
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Methodology: YouGov FootballIndex collects data on every major club. Buzz score is based on the questions: “Over the past two weeks, which of the following teams have you heard something positive about?” and “Now which of the following teams have you heard something negative about?” and delivered as a net score between –100 and +100. Scores reported represent the chance between the 30-day daily average between April 8 – May 7, 2022 and May 8 – June 7, 2022. Scores are based on an average daily sample size of 998-1046 in Italy, 2,048-2,162 in the UK, 542-603 in Spain, 477- 525 in France, and 1,288-1,347 in Germany. Daily figures are based on a four-week moving average.
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